Core Insights - The sales season for Maoming lychee is nearing its end, with an expected production of approximately 630,000 tons and sales revenue projected to reach 9.1 billion yuan [1] - Maoming has actively expanded sales channels, promoting lychee in major cities and online platforms to increase farmers' income [1] Sales Performance - The Douyin e-commerce report indicates that Maoming lychee has gained significant popularity, with over 45,000 related video submissions and a total view count exceeding 1.12 billion [6] - Orders for Guangdong lychee on Douyin have surged by 1509% year-on-year, with Maoming accounting for nearly 70% of the total orders [8] Consumer Preferences - The top five cities purchasing Maoming lychee are Shanghai, Chongqing, Chengdu, Shenzhen, and Hangzhou, with Shanghai leading at 190,000 orders [10] - The most favored lychee variety is Guiwei, followed by Baitangying and Feizixiao, with Shanghai being the primary consumer location for the top three varieties [12] Innovative Marketing Strategies - Maoming has introduced innovative consumption scenarios, including "lychee blind boxes" and holiday-themed customizations, resulting in over 520,000 customized orders weighing approximately 80 million kilograms and generating over 1.7 billion yuan in revenue [13] - The prices for customized lychees are more than 20% higher than traditional sales prices [13] Demographic Insights - The primary consumer groups for Guangdong lychee on Douyin are young professionals and affluent middle-class individuals, making up over 40% of the market, while "refined mothers" represent the fastest-growing segment at 12% [15] Industry Growth - The lychee industry has seen a significant increase in processed product sales, with dried lychee sales up 228%, lychee-flavored tea beverages up 170%, and lychee-flavored sodas up 399% [17] - Maoming has around 3,000 lychee processing enterprises, developing over 30 deep-processed products, which allows lychee to be available year-round [17]

Core Viewpoint - The sales of Maoming lychee have exceeded 90%, with the season expected to conclude in early July, showcasing a successful harvest and strong market demand [1][16][21]. Group 1: Sales and Production - Maoming is a significant contributor to China's lychee production, accounting for approximately 25% of the national output and 20% of the global output [4][5]. - The estimated production of Maoming lychee this year is around 630,000 tons, with over 570,000 tons already harvested and sold as of June 25 [21][22]. - The price for high-quality Guifei lychee is currently stable at 6-7 yuan per jin, while the purchase price for early-ripening varieties ranges from 3 to 4.5 yuan per jin [19][26]. Group 2: Marketing and E-commerce - The local government and enterprises are actively promoting Maoming lychee through various marketing strategies, including e-commerce initiatives and brand promotion [6][36]. - The "Ten Thousand E-commerce Selling Lychee" campaign has attracted 4,000 e-commerce businesses and 10,000 micro-businesses, with an average purchase price in e-commerce channels being 10% higher than traditional channels [44][46]. - A notable sales event occurred on June 20, where 400,000 orders of Maoming lychee were placed within one hour during a live-streaming session [47][50]. Group 3: Export and Processing - Maoming lychee has expanded its export reach to 22 countries and regions, with exports amounting to approximately 3,500 tons valued at 60 million yuan, marking a 110% increase compared to the previous year [51][52]. - The local processing industry is thriving, with various companies focusing on lychee processing to create high-value products, including ice cream and beverages [58][74]. - The establishment of a major lychee beverage production base by Guangdong Wanglaoji in Maoming is expected to process around 3,000 tons of lychee this season [62][64].

Core Viewpoint - The article highlights the launch of the "Yang Guifei-style lychee" promotion event in Beijing, aiming to boost the sales and recognition of Maoming lychees, which are now in season [3][7][9]. Group 1: Promotion and Marketing Strategies - The promotion event on May 29 will feature tasting and procurement activities, collaborating with over 10 major distributors including Hema and JD.com [8][9]. - The event aims to enhance the brand image of Maoming lychees and facilitate procurement partnerships to ensure better prices for lychee farmers [9][10]. - Maoming has implemented 47 specific initiatives to streamline the sales process and enhance market access for lychees [12][13]. Group 2: Supply Chain and Quality Improvement - Efforts are being made to improve the quality of lychee production, with a goal to increase the proportion of high-quality varieties from 60% to 80% [14][15]. - The introduction of AI technology has improved the accuracy of pest and disease diagnosis to 95% [15][16]. - A comprehensive management training program for over 80 lychee cultivation experts is being conducted across 46 major production towns [16][17]. Group 3: Sales Channels and E-commerce - Maoming has established 57 purchasing and sales service centers to facilitate seamless connections between production and sales [19][20]. - The city has over 4,000 e-commerce businesses and more than 10,000 micro-businesses, with approximately 40% of early-ripening lychees sold through online channels, achieving a 10% higher average purchase price compared to traditional methods [21][22]. - Customized marketing strategies, including blind box and holiday-themed products, have generated over 88,000 orders, weighing more than 8.35 million kilograms [23][24]. Group 4: Export and Processing Development - Maoming aims to expand its export markets, adding five new countries this year, bringing the total to 22, with an expected export volume increase of over 110% [25][27]. - The city is developing a comprehensive lychee processing industry, with 25 leading processing enterprises and over 30 products, including lychee ice cream and beverages [30][32]. - A new lychee ice cream production line is being established with an investment of 52 million yuan, expected to launch seven new products by the end of the month [34][35]. Group 5: Cultural and Tourism Integration - Maoming plans to host various cultural and tourism events to promote lychee sales, including a national ambassador selection and camping festivals [38][39]. - The city is creating a lychee-themed tourist area at the Baiqiao service area, aiming to attract visitors and boost local sales [42][43]. - The historical significance of Maoming lychees, with a cultivation history of over 2,000 years and a current planting area of approximately 1.42 million acres, underscores its importance in the global lychee market [46][47].

Core Insights - The article discusses the historical significance and modern popularity of lychee, a fruit that was once a delicacy reserved for Chinese emperors but has now become widely accessible to the general public [3][13]. Industry Overview - Lychee has a cultivation history of over 2,300 years in China, with the largest planting area globally being approximately 10 million mu, of which China accounts for about 8 million mu, representing around 75% of the total [4]. - In 2024, China is expected to export 13,900 tons of fresh lychee, equivalent to about 696 million individual fruits, to over 20 countries including the United States, Russia, and Australia [5]. Market Trends - The demand for lychee has surged internationally, with many foreign consumers traveling to Guangdong to experience fresh lychee directly from the orchards [5][12]. - E-commerce platforms are increasingly promoting lychee sales, with a notable 270% increase in search volume for "lychee" on Meituan in the first week of May compared to the previous month [12]. Product Diversification - The market has seen a rise in lychee-based products, including lychee ice cream, dried lychee, and various beverages, catering to diverse consumer preferences [9][10]. - New lychee varieties are being developed, such as the "Guanyin Green," which has recently been introduced to high-end retail channels [19]. Regional Insights - Guangdong is the leading region for lychee production, contributing to about half of the global supply and housing the most lychee brands in China [20]. - The province's rich agricultural practices and investment in quality control have positioned it as a key player in the lychee market [20][22]. Cultural Significance - Lychee has evolved into a cultural symbol in China, with references in popular media and dedicated cultural spaces celebrating its heritage [24][26]. - The fruit's historical narratives and modern-day popularity reflect its deep-rooted connection to Chinese culture and identity [24][27].

Core Insights - Guangdong Maoming is known as the "Hometown of Lychee" and has the world's largest contiguous lychee base, producing one out of every five lychees globally [1] - The local government is enhancing the sales network to expand the market for Maoming lychees during the peak harvesting season [1] Sales and Marketing Strategies - Maoming has over 4,000 e-commerce businesses and more than 10,000 micro-businesses, with approximately 40% of early-ripening lychees sold through e-commerce channels, achieving over a 10% increase in average purchase price compared to traditional channels [3] - Innovative sales models include lychee tree subscriptions, prepaid consumption cards, and graded sales based on growth years, with a target to attract younger consumers through customized blind boxes and holiday-themed products by 2025 [3] Processing and Value Chain - The deep processing of lychees has led to year-round availability, with over 30 processed products developed, including freeze-dried lychee, pastries, lychee wine, vinegar, and ice cream, contributing to a complete industry chain with a total output value exceeding 12 billion yuan [5] Cultural Integration and Tourism - The first lychee cultural theme service area in Guangdong Province, located at the Baomao Expressway BQ Bridge service area, integrates Maoming lychee culture with agricultural product exhibitions, intangible cultural heritage experiences, and specialty dining [6][9] - The service area features unique architectural designs symbolizing lychee and aims to promote local agricultural products through live streaming sales and visitor service centers, enhancing the "road economy" to "retention economy" transition [11] Seasonal and Cultural Activities - The service area will host various themed activities based on different seasons, holidays, and cultural characteristics to attract tourists and local residents [14]

Core Viewpoint - The Guangdong lychee industry is experiencing a robust growth phase, with significant marketing efforts and production strategies aimed at enhancing both domestic and international sales [5][68][96]. Group 1: Market Dynamics - Over 200 buyers have expressed purchasing intentions for approximately 26 million pounds of lychees during recent trade events [3][4]. - The export volume of lychees from Guangdong has exceeded 8,000 tons annually, accounting for 55.7% of the national lychee export market [68][69]. - The export orders for lychees from Maoming have reached 7,100 tons, reflecting a year-on-year growth rate of 132% [63]. Group 2: Production and Innovation - Guangdong has implemented advanced preservation technologies, reducing post-harvest losses by 20% to 30% and enabling lychees to be stored for nearly a year [72][73]. - The province is focusing on deep processing of lychees, with over 30 new products developed, including lychee soda and ice cream [90][92]. - The establishment of the first "Little Red Book Village" in Suixi aims to leverage social media for marketing, with over 300 accounts generating significant online engagement [36][38]. Group 3: Cultural and Economic Impact - The lychee industry is a crucial component of rural revitalization efforts, contributing to the livelihoods of over 1.8 million people in Guangdong [8][11]. - The upcoming "2025 Maoming Lychee Carnival" will feature various cultural and economic activities to promote lychee consumption [30][110]. - The launch of the first lychee-themed service area on the Bao-Mao Expressway aims to enhance tourism and cultural appreciation of lychee [102][106]. Group 4: Strategic Initiatives - Guangdong's marketing strategies include early planning and innovative approaches to connect with markets, particularly in Shanghai [24][28]. - The province is actively promoting its lychee culture through various media campaigns and events, aiming to enhance brand recognition and consumer engagement [121][124]. - The "12221" market system initiative has established May 20 as a significant day for lychee celebrations, promoting the fruit as a symbol of love and cultural identity [126][127].